• Mike Mullane

Agile Content Strategy in 7 Steps

The aim of an Agile Content Strategy is to bolster quality and increase resilience by enabling the content team to be more reactive, adaptive and pro-active.


Content strategy encompasses every aspect of content, including design, development, analysis, presentation, measurement, evaluation, production and management. An Agile Strategy places people and relationships before processes and tools.

It provides a framework that enables professionals to collaborate productively and creatively to deliver content of the highest possible value. The key is incremental change. Agile is not a quick fix or about working faster, but about saving time by not focusing on the wrong issues.

It is about building quality. At the heart of Agile content processes are seven core principles:

1. Questioning

The content team must learn to question everything: nothing is set in stone. Agile working is about examining the status quo and when possible, finding ways to do things more efficiently.

Short, daily stand-up meetings (15 minutes) serve both to review output, as well as to identify and discuss how to improve going forward.

2. User-centric

The top priority must be to satisfy your target audience by delivering relevant and valuable content at regular intervals.

In Agile processes, there is a key 'product owner' role. The idea is that the team gets a list of tasks from a manager with a clear understanding and vision of what needs to be built.

The 'product owner' is in touch with stakeholders and end-users. What the 'product owner' does not do is manage the team.

Instead, the content team learns how to self-organize to deliver the product owner's vision by setting itself daily and weekly goals.

3. Adaptive

Regular feedback loops are at the heart of any Agile process, in order to facilitate inspections that highlight problems, including both internal and external impediments. Regular feedback enables the team to adapt quickly.

4. Listening

It is essential for the 'product owner' to be able to prioritize and evaluate feedback from end-users.

Social listening does not measure the impact of a single post or video. It is the process of monitoring conversations around key words or brands, in order to identify opportunities for creating content for those audiences.

5. Investment It is crucial to provide motivation and resources to keep team members motivated. Talented people are your most important asset.

Daniel Pink, the author of 'Drive', identifies three intrinsic drivers for motivation: autonomy, mastery and purpose. Agile processes provide all three.

6. Teamwork Because agile encompasses every aspect of content, teams must be cross-functional. Storytellers, graphic artists and developers must work together to ensure an optimum user experience.

7. Yes we can Agile processes promote a can-do attitude.

Self-organizing teams learn how to be more efficient at sharing tasks and meeting deadlines with work of the highest quality. The team, not individual members, take responsibility for the output.

#agile #content #strategy #quality

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